Learning Objectives: Learn how qualitative and quantitative research can inform message development. Identify the most effective messages for clean indoor air policies and the best way to counter opposition arguments. Translate the research findings into local action using template materials.
Abstract: Existing research shows that the public has inconsistent views toward secondhand smoke: they believe that it is a health hazard to non-smokers, they prefer the non-smoking section when they go out, they recognize that separate sections may not offer enough protection, but they split evenly between wanting to ban smoking in restaurants and favoring separate sections.
This panel will describe the results of a groundbreaking, nationwide research project (funded by the Robert Wood Johnson Foundation) that examines the dichotomy in public opinion and determines the most effective messages for increased restrictions on smoking in public places. The research presented will examine perceptions about secondhand smoke issues and public reaction to various solutions, determine the most compelling messages, examine the impact of opposition arguments and determine the best way to counter them.
The research team, comprised of two nationally recognized research firms, designed a research plan consisting of both qualitative and quantitative studies. The research consists of 12 focus groups followed by a comprehensive, nationally representative study (N=1000) to quantify the findings from the qualitative work.
In addition to presenting research findings on the most effective messages, the panelists will also arm advocates with the educational materials they need to effectively communicate the importance of increased protections from secondhand smoke. Based on the research findings, these template materials include message and talking points; sample op-eds and letters to the editor; editorial board memos; news event concepts; fact sheets; and various other materials (charts, graphics, etc.) that can either be used as is or modified by organizations for their own particular purposes.
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